LeoVegas has pointed to a near six million audience for Norwich’s FA Cup clash with Chelsea last season to explain its heavy sponsorship focus on Championship sides in 2018/19.

The mobile gametech group now has an involvement in front-of-shirt sponsorship for four of the league’s sides, with LeoVegas branding adorning the kits of Norwich and Brentford, while LeoVegas owned Royal Panda and Bet UK act as lead sponsors for QPR and Swansea respectively.

Tom Jacobs, UK Sport Marketing Manager for LeoVegas, said: “Championship football is one of the most watched leagues in the world and has helped LeoVegas to win loyal customers by showing long term commitments to their clubs.

“The exposure from being front of shirt has been huge, peaking with an audience of nearly 6m people watching Norwich’s FA Cup game with Chelsea last season on the BBC.

“Access to sponsorship rights such as player access allows LeoVegas to generate rich and relevant content that both fans of the club can enjoy but also the wider football audience.”

The Championship season got underway last weekend, with LeoVegas using these significant sponsorship assets to drive an increase in the number of downloads for its iOS and Android apps.

“We want to encourage our customers, both new and existing, to play with us via our app,” said Jacobs. “It was built for in-play betting and remains the best way to experience the LeoVegas award winning product.”

The early buzz around English football’s second tier has also boosted interest in the operator’s month long competition, set to conclude on 3 September, in which three “ultimate home football survival kits” will be drawn out between all those who have placed a £10 qualifying bet on LeoVegas for the outright winner of any of the top four leagues in England.

The prize bundles include an ultra HD TV, sports channel subscription, Fitbit wristband, gift cards and replica match ball for Russia 2018, as well as an English football shirt of your choice.

However, it’s not just football at the forefront of LeoVegas’ strategy, as shown by the imminent launch of the LeoVegas Bet Club, which will see players rewarded with weekly free bets for in-play betting activity around football, tennis, darts and rugby.